Boulderthon, the Colorado-based marathon event weekend, has announced lululemon as its new multi-year title sponsor. The partnership is expected to elevate the event with exclusive apparel for finishers and the return of the pre- and post-race lululemon VIP Experience.
Registration is now open for the 2026 Boulderthon, which will take place in Boulder, CO, on September 27, 2026. The organisers expect the event to sell out, following the trend of previous years.
Alexa Squillaro, Event Director of Boulderthon, said “lululemon stepping in as this year’s title sponsor helps steward Boulderthon into its next chapter. As a non-profit, community-driven organisation, we sought a partner whose long-standing investment in Colorado truly reflects the values at the heart of our event.”
All race participants will receive premium running apparel from the technical athletic brand. Registrants can choose between a Metal Vent Tech long sleeve or a Swiftly Tech hip length long sleeve. Additionally, a merchandise shop powered by Fleet Feet will be onsite during the race weekend.
Kara Schlosser, Vice President, North America Community at lululemon, said “Connecting with the run community is an essential part of who we are, and our guests not only feel that through our products but also in the partnerships we forge and how we show up in every community where we have our stores.”
The lululemon VIP Experience, which caters to 350 participants, includes a heated lounge at the start line with seating and private restrooms. The brand will also sponsor the Final Finisher Program, celebrating the final 40 participants to cross the line with gift bags and an energetic finish line atmosphere.
Boulderthon and lululemon first collaborated in 2024. The event, which is a 501(c)(3) non-profit, was founded in 2021 by Phil Dumontet. It has grown from 1,600 runners to more than 15,000 participants, making it one of the fastest-growing mass participation events in the US.
The race weekend includes a marathon, half marathon, 10K, 5K and Kids Run. The marathon serves as a Boston Marathon Qualifier and is a USATF sanctioned event. According to the organising team, last year’s race generated an estimated economic impact of US$22.8 million for the local and regional economy.
Lululemon is an international technical athletic apparel, footwear and accessories company. It creates products for yoga, running and training, working with athletes in local communities for research and product feedback.
www.boulderthon.org
www.lululemon.com
